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Welcome to Launch Loud, where online coaches come to build iconic personal brands, create year-round demand, and fill their offers with their content.
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Launching loudly and proudly to six figures and beyond.
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Hello, hello, and welcome back to Launch Loud.
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I'm Brittany, your host.
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And if you've been following me, uh, whether it's here on the podcast or over on social media for any considerable amount of time, uh, you know, the past few years or even just the last week or so, you would know how passionate I am about Q4 and talking about why it's the biggest sales season of the year.
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Along with that, it is also the season that so many online business owners overlook and end up leaving the most amount of money on the table, not to mention the opportunity for growth in their business.
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And not because they didn't try, but because of missteps, because of opportunities they don't even realize are right in front of them.
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So, in this episode, I want to talk to you about what those four things are, how you can avoid the mistake that so many coaches and course creators make, and how you can actually turn these last few months of 2026 into your best months in business yet, as well as actually setting you up for a really strong start in the new year.
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The main mistake that so many online coaches and course creators make when it comes to Q4 is just really thinking about it as the end of the year.
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Maybe they are squeezing in one more launch, maybe you are, or maybe you don't, maybe you have Black Friday on the cards if you get around to it, if you remember in time.
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But the truth is that Q4 is a really strong season with multiple different buying windows stacked back to back.
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Like there is not a bad month to be actively selling your offer in Q4, I'll say it that way.
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So when it comes to kind of the different things or missteps that I see coaches make, it's often that they are underprepared and also not thinking about what is happening on the front end with your marketing, which is one thing.
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That's the launches, that's the sales content, but also what's happening on the back end.
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And again, leaving a lot of opportunity to waste.
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Um, so the kind of four main things that I see are a lack of systems uh post-launch when you're, you know, whatever, maybe it's a September, October um launch, whenever that closes, actually not having anything prepared off the back of that.
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Uh, Black Friday itself, whether it is going about it the wrong way or forgetting it and skipping it altogether, um, what actually happens in those final weeks in the lead up and then over the holidays.
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And then also what you can be doing for the handover into Q1, how you can be setting yourself up for a really strong start, whether that's a really strong first launch of the year, or just making sure that you have that momentum already going so it doesn't feel like you are having to defrost your entire audience, you know, from from New Year's Day.
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So let's first talk about misstep number one, which is running a quarterfall launch or an end-of-year launch with no forethought into what am I actually gonna do once doors close.
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And it's really, really common uh you get to the end of your launch, cart closes, your emails stop, your content, you know, fully goes quiet, um, and you kind of just disappear off the internet.
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And look, I can understand it.
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I'm never ever gonna pretend that a launch is like always gonna be easy breezy.
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It's a very proactive way of selling.
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And I absolutely understand taking a little bit of a post-launch breather, um, you know, before like not obviously keeping it that level of momentum all the way through and never stopping.
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But what happens is when you do end up kind of just like dumping it all and dropping it, is that everyone who didn't buy from that launch kind of also just disappears from your world as well.
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And a lot of the time we're focusing on yes, the sales that we made, the clients that we now have into our program or our offer, but we do nothing with those people who were equally as bought in and locked into what you were doing.
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But ultimately it wasn't the right time for them to take that step and invest in you.
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So, what I want to reiterate with a lot of online coaches who are probably gearing up right now, it's August right now, for a September or an October launch, is to prep what's actually going to happen at the end of that offer window.
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Because just because you close the cart on your offer does not mean that like all of the demand and all of the attention or all of the momentum that you've been building will just disappear.
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It means that that particular offer is now just what's no longer available.
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So you now have a pool of people who didn't buy but are still very, very warm leads that you've put a lot of effort into actually warming up.
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So when you don't have a system to catch those leads, to actually nurture them in your pipeline, to potentially sell them onto something else as a downsell, you end up leaving a lot of money on the table and potential sales just left unmade.
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And this again is not just about, you know, having to constantly be in sales mode and having to back it up on your socials and posting more stories and immediately going into a like smaller offer promotion over on Instagram or whatever that's gonna look like, but having something really, really simple in the back end of your business that either puts those leads into the right next step, whether that is a smaller offer, or at least is keeping, I kind of like think of them like in a like a slow cooker, putting them into a slow cooker and is keeping them engaged and nurtured, included into whatever it is that you're talking about on the back end of your business.
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And that's what I always love to kind of, you know, work on with clients, especially in my um launch lab.
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A lot of people will join thinking, yes, this is just about launching and front-end sales and big promotional campaigns.
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But a lot of the work that we also end up doing is, okay, once your launch is over, what's happening with those leads?
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How are you making sales in between now and the very next launch?
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And that's ultimately the main issue that a lot of people will run into when they start to experience I'm having really great launches, but in between that, it's crickets.
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In between that, I'm not selling.
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If I'm not posting every single day, I don't seem to be getting any leads.
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And that's really where having those systems for front-end launch style promotional sales and back-end easy low-lift sales comes into play.
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And sure, it's probably not gonna happen on your first or second launch, but if you are at a stage where you've launched your offer more than once, two, three, four times, and you don't have these post-launch sequences and back-end offers set up in your business to run automatically for you, it means that you are gonna experience very lumpy, very inconsistent revenue in your business.
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The second, second mistake that follows that, um, again, if you are someone who is gearing up for a launch soon, um, you probably are not gonna be launching in November.
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It's usually when most people will avoid a group offer style, uh, one-to-many style um launch because of Black Friday.
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But the mistake here is skipping it altogether and thinking, well, that's just not the time that I want to be selling, whether you believe Black Friday is, you know, just for big discounts or e-commerce.
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Um, or you are maybe considering Black Friday, but you're thinking, well, I'm a bit worried, you know, maybe my launch won't do as well.
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I can always just run a discounted sale for Black Friday.
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So ultimately, this is just two versions of the same mistake.
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One, sitting Black Friday out because it's just not for you, or two, showing up for it and doing it, but kind of just like cannibalizing your entire offer because you're gonna just discount it and try to keep up with everyone else's sales during that very sales-heavy time.
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And sure, there is some validity there in thinking that Black Friday is a time where people are bargain hunting.
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But again, if you have those back-end systems in your business and you are strategically actually thinking about your leads and what's gonna be the right thing for them to do next, Black Friday is a really great opportunity to take advantage of.
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Because, like I just said, your audience is gonna be in a shopping buying mindset that week, regardless of what you sell, right?
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Every other business is kind of doing the work for you.
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They're thinking, um, you know, what am I gonna invest in before the end of the year?
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What kind of thing do I want to take advantage of?
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What do I want to achieve before the end of the year?
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So they're already primed to buy, they are on the lookout for deals, but that doesn't mean that you need to place a discount right in front of them.
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So you want to really take advantage again of this momentum, but you don't want to jeopardize people actually wanting to pay for your signature offer.
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So a lot of people will do a big discount.
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And a lot of the time I think, oh, what about all those people that actually paid full price?
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Or what about all those people who aren't gonna want to buy this now?
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But if you ever do launch this offer again, they're gonna be thinking of that time where you, you know, did 35, 40, 50% off your offer, right?
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So it really can alienate your audience if you do approach Black Friday wrong.
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So it's really important that your Black Friday strategy is not just a once-off, I just want to jump on the bandwagon strategy.
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It's actually well thought out and is connected to the launch that you just had, whether that's September, October, and is also strategically linked to what launch you have next.
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So again, Black Friday isn't just about discounting for the sake of discounting.
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It's a really strategic promotional window for you to again engage buyers and yes, make some sales, but make some sales in a way that again continues to fuel your pipeline with the right type of clients, the right type of customers that are going to be more suitable to your main offers.
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And this way, you're not, you know, just slapping a discount on something that's a really great offer and totally undercutting all of the positioning that you've been doing with all of your other launches, but you're able to offer something that is a really easy, obvious yes that fits the bill for what your audience is needing and wanting around this type of time of year, remembering it is the end of November, early December, when Black Friday is happening, but also helps you to bring in people, future clients into your world, getting them really interested in what you do, how you do it, and basically getting sales lined up for your main signature offer.
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Whether that is something they step into straight away after they get your Black Friday offer, or it's something they end up buying down the track.
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So Black Friday, when done correctly, truly is such an amazing time.
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Yes, for revenue and for sales, that's great, but also for keeping the momentum really, really high and actually almost like a paid lead generation tool.
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So almost in like instead of a lead magnet, you're using Black Friday to fill up your pipeline for your main offer.
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Okay, so the third misstep that I want to talk about, I'm gonna, I mean, I'm gonna prepare you because you're probably gonna be like, okay, Britt, you're talking to me about Black Friday and the end of the year.
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I don't even know what I'm having for dinner yet.
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But ultimately, this is where so many people's Q4 ends up going wrong.
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And it's because they have not thought about quarter one, yes, the new year, the first three months of the new year.
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And that's really where all of this planning for the kind of last few months of the year needs to start.
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Because if you want the beginning of the year, January coming fresh out of the holidays, to actually like feel like a strong start and not like you are having to rev the engine for ages and ages and ages.
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Um, I mean, it's fine if like your brain maybe needs to do that, but if your business needs to do that revenue-wise, it's gonna be a real struggle, right?
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So it's so important that when you are doing your end of year planning, that is also looking forward to the start of the new year.
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And when we think about quarter one, we can kind of have some of the same reservations.
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Oh, January, you know, people still on holidays, or it takes people a while to come back, or da-da-da-da-da, I'm gonna hold off, I'm gonna wait.
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And that same excuse that we use, you know, over the summer holidays, for example, um, is what again sets a lot of people back.
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And when you don't have that momentum and you aren't the one leading in your business, you are gonna be constantly playing catch-up.
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So when I think about my own Black Friday strategy, when I think about what I hope to achieve in the last few months of quarter four, I'm also very lightly, but still doing so, planning and scaffolding what's actually gonna happen in quarter one.
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Because what's so important, I believe, in 2026 is having momentum.
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Consistency is the word that gets thrown around a lot in the online space.
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Post consistently, show up consistently.
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I think what ultimately we are trying to get at is that if you are more consistent with things, you're likely going to see a more efficient progress, uh more consistent progress and help you to pick up momentum, right?
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To grow faster, to get results faster, all of those sorts of things.
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So when we actually think about momentum, that doesn't always mean working at 100% 24-7, 365 days of the year, but making sure that you are constantly taking steps that helps you to pick up speed when you actually need it, to get the attention on your business when you need it, to make the sales when you need it.
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So again, it doesn't always feel like you are cranking up the dial by hand and you're exhausted every single time you need to, you know, work your way up to a launch or work your way up to a webinar or whatever it is that you're trying to do.
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So when we think about momentum, we can't plan for momentum like just in isolated ways or in a vacuum, right?
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We need to think about where we're actually trying to go.
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So that actually does look like looking ahead in quarter one.
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And for me, that typically looks like thinking about what is my first main launch or campaign of the year, right?
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How do I want to kind of come out of the gate in 2027 as an example?
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When I have more clarity on that, I'm able to work backwards.
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And that's literally how I do all of my launch planning, content planning, business planning in general.
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Because that way I can literally reverse engineer every decision.
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So what's my Black Friday offer gonna be?
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Oh, great.
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Okay, well, this is happening in January, and Black Friday is November, December-ish, right?
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Stradles those two.
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Well, if that's how I want my audience to be feeling, and that's what I want them to be thinking about for um January, I need them to be thinking about and feeling a certain type of way in November, December.
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Great.
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So that's maybe what my Black Friday offer needs to be about.
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Same with my messaging.
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That's what I'll speak to.
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That's how I'll start to warm them up for what I'm trying to achieve in quarter one, instead of making really super isolated decisions and being like, yep, I'm gonna discount my entire offer in November, and then I'll have a little bit of a break in December, kind of just like take a chill pill, that's fine.
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And then in quarter one, I'm gonna start a really big pre-launch on this entirely different topic that my audience has never really thought about.
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I've never spoken about it before, and I really want to make sure I have a thousand leads, right?
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That's gonna be quite hard.
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Not impossible, but it's gonna be quite hard.
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So that's why it's so critical to when we are doing end of year planning, to actually think about, okay, not just working up to December 31st, but thinking beyond that at least into January and when you're really gonna be getting back into work.
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And that's not to say that it's about working through.
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It's not to say it's about posting every single day or through the holidays, but actually having an having an intention on how you need to be keeping your audience again engaged and nurtured through that period so that that first launch of 2027 doesn't end up having to get pushed back to February or and then pushed back to March just because you've had that loss of momentum and you haven't had a plan in place.
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That's what, again, delays launch revenue and makes your income and revenue very, very lumpy and inconsistent.
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And again, makes you super, super reliant on launches because there isn't that forethought.
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There isn't front-end marketing, there isn't back-end marketing, and you aren't thinking about okay, what is the journey I actually need to take my audience on with every single thing I talk about and with every single thing I post.
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So, new year planning, as probably terrifying as it's sounding right now in August, it really doesn't hurt.
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And things can change.
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That's not to say you can't delay or reschedule something in quarter one.
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But if you do have your main signature offer and that's what you want to be known for, you want to be thinking about how am I promoting this?
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How am I selling this?
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And what are my goals for 2027?
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And how can I really strategically use this buying season, aka quarter four, aka Black Friday, and the weeks in between that, how can I use this time of the year to actually give myself a head start on quarter one over my competitors and even really just like making my audience go, oh wow, this is something that I've been thinking about or wanting to do.
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And when they have that new, fresh new year energy and mindset, you are right there with the solution for them.
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So speaking to that sort of same thing, I guess it's the same along the same vein.
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But misstep number four is clocking off too soon.
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So kind of encapsulating all of these different mistakes.
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But what I see a lot of people do is kind of getting to October.
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Again, they're hesitant of Black Friday.
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So they think, okay, for me, this is where my year ends.
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I, you know, don't really need to be posting through Black Friday.
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There's no point, or my audience isn't gonna be really paying attention on social media through December.
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So I'm gonna take a break.
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I'm just gonna kind of hit the offline button and I will see you back in the new year in January.
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And really, same as all of my other points, this is going to be hugely detrimental to your momentum.
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Now, I want to just say it one more time.
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It is not about posting at the same volume every single day, every single week, all throughout the year.
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And I am someone myself.
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I take time off over December and into the start of January as well.
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And I don't want to be obviously like launching my offer or doing something crazy or doing a visibility challenge, you know, for example, in the first few weeks of January.
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But I want to have the plans in place so that again, when I do come back into things myself fully and back into a regular schedule, more so with work, that again, I'm not having to fire up the engine completely from zero.
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And that's why I think that a lot of people struggle to hit their goals in the first six months of the year is because they've actually kind of done themselves a little bit dirty and not planned for how those first six months of the year actually start.
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And they don't really end up getting into gear, getting serious about things until about March.
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Let me know if you can relate to that.
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Cause kind of like, oh, it's January, New Year.
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And then you're like, oh crap, it's February, what have I achieved?
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Oh, March, okay, great.
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There are three months more to go until it's the middle of the year, I really need to buckle down, right?
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So when we clock off too soon, when it comes to marketing our business, that's again the downfall of momentum.
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And this is again not about having huge front-end big promotional pushes, but really thinking smartly about, okay, I've now, if you followed my steps as I have recommended them, I've done a launch, I've done a Black Friday promotion, I've now got a really great, engaged, warm audience, yes, on social media, but also my email list.
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What should I do with these people?
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How can I keep them engaged?
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And how could I potentially even get a headset of my sales goals on quarter one, right?
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So a really smart um thing that I think a lot of people would not consider trying is maybe because they're too scared or they're like, no one's gonna be doing that.
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If you have, again, been quite thorough and consistent with your launches through the year and the way that you are running pre-launches and growing your list every single time, you are consistently bringing in people into your world, right?
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And with every launch, they are getting exposure to your offer.
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Why not run a little mini pre-launch, like I mean, not pre-launch, pre-sale, um, to your list in December, you know, right after that Black Friday promotional push to invite them into your offer early.
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If you're gonna be opening doors in January, why not give them some type of incentive?
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It might be, you know, early access at, you know, no extra cost.
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They get extra time in the program.
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They can use the holidays for downtime if they want to get a head start on anything.
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Any type of incentive like that, again, is your chance to leverage the momentum you've been building, sell to those really warm leads.
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And then that also gives you a jump start on quarter one when you've already sold three, four, five spots in your group offer before you even open the doors in the new year.
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So again, it's not about going hard out the gate on the front end all of the time, but thinking really strategically about what am I doing on the front end, but what am I also doing on the back end to be keeping my audience engaged and interested and nurtured and also making sales.
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So I'm not just relying on when I'm doing a full body, full-body energy launch to be getting people inside my program.
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So don't think that just because it's November, it's the holidays, that people aren't online, that people aren't still working on their business, that they aren't thinking ahead, this is your time to leverage a season in which a lot of other online coaches and course creators are clocking off too soon and they are backing away because they think that this isn't the right time to be doing so.
00:22:31.599 --> 00:22:49.759
I would love to know if any of that resonates with you and you're like, yes, I am someone that totally hides away at the end of the year, or yes, I completely struggle to get back into the groove of things with my content, with my audience in the new year because I just completely dropped the ball and kind of put my head in the sand.
00:22:50.000 --> 00:22:54.880
And that's why I am running this particular workshop in just a few days' time.
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It's called Make More in Q4, and it's for the business owners that really want to not lose steam at the end of the year.
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I'm sure that you have been consistent.
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I'm sure that you probably do have momentum behind you.
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And now is the time to not just let that hit a wall and stop.
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It's actually the time to take advantage of it because as I've said, it is the biggest buying season of the year.
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And with the right systems in place, with the right strategy when it comes to content, with the right sales craft and sales systems on the front end and yes, in the back end of your business, you can actually have your best quarter of the year.
00:23:32.799 --> 00:23:34.079
And it's not about doing more.
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It's not about hustling harder.
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It's not about having to do crazy over-the-top things to get attention, but it's actually just making sure that you've put the plans in place to not let that momentum falter so that you can have a pipeline that is full with leads, so that you can fill that group offer, not just during your launches, but actually in between the launches as well, and that you can actually set yourself up for a really strong start in the new year.
00:24:02.240 --> 00:24:04.880
So that is what my workshop is all about.
00:24:05.039 --> 00:24:14.880
If you recognized any of those missteps in your own business practice over the past few years, that's exactly what my Make More and Q4 workshop is all about.
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It is completely free.
00:24:16.880 --> 00:24:18.799
It will be live 12th of August.
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And if you can't make it live, I do have a 72-hour replay.
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So maybe you're listening to this on the day it's already happened.
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Reach out to me.
00:24:26.400 --> 00:24:29.680
I'd be more than happy to send through the replay to you.
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I will be walking you through what a stacked and layered sales quarter can look like.
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One that again fills up your pipeline, fills your group offer, and also gives you the momentum you need to sail and soar into the new year with confidence and again, a really engaged and nurtured audience for your first launch of 2027.
00:24:54.480 --> 00:25:00.960
So if you want the details and you want to register to save your spot, please check the show notes, head over to my Instagram as well.
00:25:01.119 --> 00:25:02.240
Let me know you're coming.
00:25:02.400 --> 00:25:16.079
This is a brand new workshop, and I'm really, really excited about it because honestly, like planning when it comes to like the year is something I have absolutely like been obsessed with in my own business, but also for my clients.
00:25:16.240 --> 00:25:22.880
Those front end and back-end sales systems, truly, it's where business starts to become really, really fun.
00:25:22.960 --> 00:25:34.799
Uh, because again, you've got the fun stuff happening on the front end, but you've also got really smart systems to help you scale and sell, you know, without launching, without pushing every day, without showing up every day.
00:25:35.039 --> 00:25:41.839
So if you want to find out more about what that looks like, please register for my free workshop, Make More in Q4.
00:25:42.160 --> 00:25:43.599
I can't wait to see you there.
00:25:43.839 --> 00:25:48.880
And if I can't see you there on the live Zoom, make sure you reach out for the replay details.
00:25:48.960 --> 00:25:52.640
That will be a limited time replay just for those who are registered.
00:25:52.799 --> 00:25:58.640
So make sure you've got your name and email on the sign up page, and I'll send you the details to join.
00:25:58.799 --> 00:25:59.920
Talk soon.
00:00:02.000 --> 00:00:09.839
Welcome to Launch Loud, where online coaches come to build iconic personal brands, create year-round demand, and fill their offers with their content.
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Launching loudly and proudly to six figures and beyond.
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Hello, hello, and welcome back to Launch Loud.
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I'm Brittany, your host.
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And if you've been following me, uh, whether it's here on the podcast or over on social media for any considerable amount of time, uh, you know, the past few years or even just the last week or so, you would know how passionate I am about Q4 and talking about why it's the biggest sales season of the year.
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Along with that, it is also the season that so many online business owners overlook and end up leaving the most amount of money on the table, not to mention the opportunity for growth in their business.
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And not because they didn't try, but because of missteps, because of opportunities they don't even realize are right in front of them.
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So, in this episode, I want to talk to you about what those four things are, how you can avoid the mistake that so many coaches and course creators make, and how you can actually turn these last few months of 2026 into your best months in business yet, as well as actually setting you up for a really strong start in the new year.
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The main mistake that so many online coaches and course creators make when it comes to Q4 is just really thinking about it as the end of the year.
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Maybe they are squeezing in one more launch, maybe you are, or maybe you don't, maybe you have Black Friday on the cards if you get around to it, if you remember in time.
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But the truth is that Q4 is a really strong season with multiple different buying windows stacked back to back.
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Like there is not a bad month to be actively selling your offer in Q4, I'll say it that way.
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So when it comes to kind of the different things or missteps that I see coaches make, it's often that they are underprepared and also not thinking about what is happening on the front end with your marketing, which is one thing.
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That's the launches, that's the sales content, but also what's happening on the back end.
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And again, leaving a lot of opportunity to waste.
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Um, so the kind of four main things that I see are a lack of systems uh post-launch when you're, you know, whatever, maybe it's a September, October um launch, whenever that closes, actually not having anything prepared off the back of that.
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Uh, Black Friday itself, whether it is going about it the wrong way or forgetting it and skipping it altogether, um, what actually happens in those final weeks in the lead up and then over the holidays.
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And then also what you can be doing for the handover into Q1, how you can be setting yourself up for a really strong start, whether that's a really strong first launch of the year, or just making sure that you have that momentum already going so it doesn't feel like you are having to defrost your entire audience, you know, from from New Year's Day.
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So let's first talk about misstep number one, which is running a quarterfall launch or an end-of-year launch with no forethought into what am I actually gonna do once doors close.
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And it's really, really common uh you get to the end of your launch, cart closes, your emails stop, your content, you know, fully goes quiet, um, and you kind of just disappear off the internet.
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And look, I can understand it.
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I'm never ever gonna pretend that a launch is like always gonna be easy breezy.
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It's a very proactive way of selling.
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And I absolutely understand taking a little bit of a post-launch breather, um, you know, before like not obviously keeping it that level of momentum all the way through and never stopping.
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But what happens is when you do end up kind of just like dumping it all and dropping it, is that everyone who didn't buy from that launch kind of also just disappears from your world as well.
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And a lot of the time we're focusing on yes, the sales that we made, the clients that we now have into our program or our offer, but we do nothing with those people who were equally as bought in and locked into what you were doing.
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But ultimately it wasn't the right time for them to take that step and invest in you.
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So, what I want to reiterate with a lot of online coaches who are probably gearing up right now, it's August right now, for a September or an October launch, is to prep what's actually going to happen at the end of that offer window.
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Because just because you close the cart on your offer does not mean that like all of the demand and all of the attention or all of the momentum that you've been building will just disappear.
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It means that that particular offer is now just what's no longer available.
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So you now have a pool of people who didn't buy but are still very, very warm leads that you've put a lot of effort into actually warming up.
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So when you don't have a system to catch those leads, to actually nurture them in your pipeline, to potentially sell them onto something else as a downsell, you end up leaving a lot of money on the table and potential sales just left unmade.
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And this again is not just about, you know, having to constantly be in sales mode and having to back it up on your socials and posting more stories and immediately going into a like smaller offer promotion over on Instagram or whatever that's gonna look like, but having something really, really simple in the back end of your business that either puts those leads into the right next step, whether that is a smaller offer, or at least is keeping, I kind of like think of them like in a like a slow cooker, putting them into a slow cooker and is keeping them engaged and nurtured, included into whatever it is that you're talking about on the back end of your business.
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And that's what I always love to kind of, you know, work on with clients, especially in my um launch lab.
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A lot of people will join thinking, yes, this is just about launching and front-end sales and big promotional campaigns.
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But a lot of the work that we also end up doing is, okay, once your launch is over, what's happening with those leads?
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How are you making sales in between now and the very next launch?
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And that's ultimately the main issue that a lot of people will run into when they start to experience I'm having really great launches, but in between that, it's crickets.
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In between that, I'm not selling.
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If I'm not posting every single day, I don't seem to be getting any leads.
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And that's really where having those systems for front-end launch style promotional sales and back-end easy low-lift sales comes into play.
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And sure, it's probably not gonna happen on your first or second launch, but if you are at a stage where you've launched your offer more than once, two, three, four times, and you don't have these post-launch sequences and back-end offers set up in your business to run automatically for you, it means that you are gonna experience very lumpy, very inconsistent revenue in your business.
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The second, second mistake that follows that, um, again, if you are someone who is gearing up for a launch soon, um, you probably are not gonna be launching in November.
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It's usually when most people will avoid a group offer style, uh, one-to-many style um launch because of Black Friday.
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But the mistake here is skipping it altogether and thinking, well, that's just not the time that I want to be selling, whether you believe Black Friday is, you know, just for big discounts or e-commerce.
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Um, or you are maybe considering Black Friday, but you're thinking, well, I'm a bit worried, you know, maybe my launch won't do as well.
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I can always just run a discounted sale for Black Friday.
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So ultimately, this is just two versions of the same mistake.
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One, sitting Black Friday out because it's just not for you, or two, showing up for it and doing it, but kind of just like cannibalizing your entire offer because you're gonna just discount it and try to keep up with everyone else's sales during that very sales-heavy time.
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And sure, there is some validity there in thinking that Black Friday is a time where people are bargain hunting.
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But again, if you have those back-end systems in your business and you are strategically actually thinking about your leads and what's gonna be the right thing for them to do next, Black Friday is a really great opportunity to take advantage of.
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Because, like I just said, your audience is gonna be in a shopping buying mindset that week, regardless of what you sell, right?
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Every other business is kind of doing the work for you.
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They're thinking, um, you know, what am I gonna invest in before the end of the year?
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What kind of thing do I want to take advantage of?
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What do I want to achieve before the end of the year?
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So they're already primed to buy, they are on the lookout for deals, but that doesn't mean that you need to place a discount right in front of them.
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So you want to really take advantage again of this momentum, but you don't want to jeopardize people actually wanting to pay for your signature offer.
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So a lot of people will do a big discount.
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And a lot of the time I think, oh, what about all those people that actually paid full price?
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Or what about all those people who aren't gonna want to buy this now?
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But if you ever do launch this offer again, they're gonna be thinking of that time where you, you know, did 35, 40, 50% off your offer, right?
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So it really can alienate your audience if you do approach Black Friday wrong.
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So it's really important that your Black Friday strategy is not just a once-off, I just want to jump on the bandwagon strategy.
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It's actually well thought out and is connected to the launch that you just had, whether that's September, October, and is also strategically linked to what launch you have next.
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So again, Black Friday isn't just about discounting for the sake of discounting.
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It's a really strategic promotional window for you to again engage buyers and yes, make some sales, but make some sales in a way that again continues to fuel your pipeline with the right type of clients, the right type of customers that are going to be more suitable to your main offers.
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And this way, you're not, you know, just slapping a discount on something that's a really great offer and totally undercutting all of the positioning that you've been doing with all of your other launches, but you're able to offer something that is a really easy, obvious yes that fits the bill for what your audience is needing and wanting around this type of time of year, remembering it is the end of November, early December, when Black Friday is happening, but also helps you to bring in people, future clients into your world, getting them really interested in what you do, how you do it, and basically getting sales lined up for your main signature offer.
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Whether that is something they step into straight away after they get your Black Friday offer, or it's something they end up buying down the track.
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So Black Friday, when done correctly, truly is such an amazing time.
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Yes, for revenue and for sales, that's great, but also for keeping the momentum really, really high and actually almost like a paid lead generation tool.
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So almost in like instead of a lead magnet, you're using Black Friday to fill up your pipeline for your main offer.
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Okay, so the third misstep that I want to talk about, I'm gonna, I mean, I'm gonna prepare you because you're probably gonna be like, okay, Britt, you're talking to me about Black Friday and the end of the year.
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I don't even know what I'm having for dinner yet.
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But ultimately, this is where so many people's Q4 ends up going wrong.
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And it's because they have not thought about quarter one, yes, the new year, the first three months of the new year.
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And that's really where all of this planning for the kind of last few months of the year needs to start.
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Because if you want the beginning of the year, January coming fresh out of the holidays, to actually like feel like a strong start and not like you are having to rev the engine for ages and ages and ages.
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Um, I mean, it's fine if like your brain maybe needs to do that, but if your business needs to do that revenue-wise, it's gonna be a real struggle, right?
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So it's so important that when you are doing your end of year planning, that is also looking forward to the start of the new year.
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And when we think about quarter one, we can kind of have some of the same reservations.
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Oh, January, you know, people still on holidays, or it takes people a while to come back, or da-da-da-da-da, I'm gonna hold off, I'm gonna wait.
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And that same excuse that we use, you know, over the summer holidays, for example, um, is what again sets a lot of people back.
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And when you don't have that momentum and you aren't the one leading in your business, you are gonna be constantly playing catch-up.
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So when I think about my own Black Friday strategy, when I think about what I hope to achieve in the last few months of quarter four, I'm also very lightly, but still doing so, planning and scaffolding what's actually gonna happen in quarter one.
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Because what's so important, I believe, in 2026 is having momentum.
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Consistency is the word that gets thrown around a lot in the online space.
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Post consistently, show up consistently.
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I think what ultimately we are trying to get at is that if you are more consistent with things, you're likely going to see a more efficient progress, uh more consistent progress and help you to pick up momentum, right?
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To grow faster, to get results faster, all of those sorts of things.
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So when we actually think about momentum, that doesn't always mean working at 100% 24-7, 365 days of the year, but making sure that you are constantly taking steps that helps you to pick up speed when you actually need it, to get the attention on your business when you need it, to make the sales when you need it.
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So again, it doesn't always feel like you are cranking up the dial by hand and you're exhausted every single time you need to, you know, work your way up to a launch or work your way up to a webinar or whatever it is that you're trying to do.
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So when we think about momentum, we can't plan for momentum like just in isolated ways or in a vacuum, right?
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We need to think about where we're actually trying to go.
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So that actually does look like looking ahead in quarter one.
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And for me, that typically looks like thinking about what is my first main launch or campaign of the year, right?
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How do I want to kind of come out of the gate in 2027 as an example?
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When I have more clarity on that, I'm able to work backwards.
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And that's literally how I do all of my launch planning, content planning, business planning in general.
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Because that way I can literally reverse engineer every decision.
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So what's my Black Friday offer gonna be?
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Oh, great.
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Okay, well, this is happening in January, and Black Friday is November, December-ish, right?
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Stradles those two.
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Well, if that's how I want my audience to be feeling, and that's what I want them to be thinking about for um January, I need them to be thinking about and feeling a certain type of way in November, December.
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Great.
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So that's maybe what my Black Friday offer needs to be about.
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Same with my messaging.
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That's what I'll speak to.
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That's how I'll start to warm them up for what I'm trying to achieve in quarter one, instead of making really super isolated decisions and being like, yep, I'm gonna discount my entire offer in November, and then I'll have a little bit of a break in December, kind of just like take a chill pill, that's fine.
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And then in quarter one, I'm gonna start a really big pre-launch on this entirely different topic that my audience has never really thought about.
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I've never spoken about it before, and I really want to make sure I have a thousand leads, right?
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That's gonna be quite hard.
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Not impossible, but it's gonna be quite hard.
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So that's why it's so critical to when we are doing end of year planning, to actually think about, okay, not just working up to December 31st, but thinking beyond that at least into January and when you're really gonna be getting back into work.
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And that's not to say that it's about working through.
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It's not to say it's about posting every single day or through the holidays, but actually having an having an intention on how you need to be keeping your audience again engaged and nurtured through that period so that that first launch of 2027 doesn't end up having to get pushed back to February or and then pushed back to March just because you've had that loss of momentum and you haven't had a plan in place.
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That's what, again, delays launch revenue and makes your income and revenue very, very lumpy and inconsistent.
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And again, makes you super, super reliant on launches because there isn't that forethought.
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There isn't front-end marketing, there isn't back-end marketing, and you aren't thinking about okay, what is the journey I actually need to take my audience on with every single thing I talk about and with every single thing I post.
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So, new year planning, as probably terrifying as it's sounding right now in August, it really doesn't hurt.
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And things can change.
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That's not to say you can't delay or reschedule something in quarter one.
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But if you do have your main signature offer and that's what you want to be known for, you want to be thinking about how am I promoting this?
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How am I selling this?
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And what are my goals for 2027?
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And how can I really strategically use this buying season, aka quarter four, aka Black Friday, and the weeks in between that, how can I use this time of the year to actually give myself a head start on quarter one over my competitors and even really just like making my audience go, oh wow, this is something that I've been thinking about or wanting to do.
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And when they have that new, fresh new year energy and mindset, you are right there with the solution for them.
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So speaking to that sort of same thing, I guess it's the same along the same vein.
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But misstep number four is clocking off too soon.
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So kind of encapsulating all of these different mistakes.
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But what I see a lot of people do is kind of getting to October.
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Again, they're hesitant of Black Friday.
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So they think, okay, for me, this is where my year ends.
00:18:13.119 --> 00:18:16.559
I, you know, don't really need to be posting through Black Friday.
00:18:16.720 --> 00:18:22.400
There's no point, or my audience isn't gonna be really paying attention on social media through December.
00:18:22.480 --> 00:18:23.759
So I'm gonna take a break.
00:18:23.920 --> 00:18:29.359
I'm just gonna kind of hit the offline button and I will see you back in the new year in January.
00:18:29.599 --> 00:18:36.880
And really, same as all of my other points, this is going to be hugely detrimental to your momentum.
00:18:37.119 --> 00:18:39.759
Now, I want to just say it one more time.
00:18:39.920 --> 00:18:45.839
It is not about posting at the same volume every single day, every single week, all throughout the year.
00:18:45.920 --> 00:18:47.279
And I am someone myself.
00:18:47.359 --> 00:18:51.759
I take time off over December and into the start of January as well.
00:18:52.000 --> 00:19:01.519
And I don't want to be obviously like launching my offer or doing something crazy or doing a visibility challenge, you know, for example, in the first few weeks of January.
00:19:01.759 --> 00:19:17.599
But I want to have the plans in place so that again, when I do come back into things myself fully and back into a regular schedule, more so with work, that again, I'm not having to fire up the engine completely from zero.
00:19:18.000 --> 00:19:33.440
And that's why I think that a lot of people struggle to hit their goals in the first six months of the year is because they've actually kind of done themselves a little bit dirty and not planned for how those first six months of the year actually start.
00:19:33.599 --> 00:19:39.279
And they don't really end up getting into gear, getting serious about things until about March.
00:19:39.440 --> 00:19:40.559
Let me know if you can relate to that.
00:19:40.640 --> 00:19:42.319
Cause kind of like, oh, it's January, New Year.
00:19:42.400 --> 00:19:44.640
And then you're like, oh crap, it's February, what have I achieved?
00:19:44.799 --> 00:19:45.920
Oh, March, okay, great.
00:19:46.000 --> 00:19:50.559
There are three months more to go until it's the middle of the year, I really need to buckle down, right?
00:19:50.720 --> 00:19:59.200
So when we clock off too soon, when it comes to marketing our business, that's again the downfall of momentum.
00:19:59.519 --> 00:20:21.519
And this is again not about having huge front-end big promotional pushes, but really thinking smartly about, okay, I've now, if you followed my steps as I have recommended them, I've done a launch, I've done a Black Friday promotion, I've now got a really great, engaged, warm audience, yes, on social media, but also my email list.
00:20:21.680 --> 00:20:23.279
What should I do with these people?
00:20:23.440 --> 00:20:25.119
How can I keep them engaged?
00:20:25.279 --> 00:20:31.200
And how could I potentially even get a headset of my sales goals on quarter one, right?
00:20:31.440 --> 00:20:41.200
So a really smart um thing that I think a lot of people would not consider trying is maybe because they're too scared or they're like, no one's gonna be doing that.
00:20:41.359 --> 00:20:54.000
If you have, again, been quite thorough and consistent with your launches through the year and the way that you are running pre-launches and growing your list every single time, you are consistently bringing in people into your world, right?
00:20:54.079 --> 00:20:57.200
And with every launch, they are getting exposure to your offer.
00:20:57.519 --> 00:21:10.880
Why not run a little mini pre-launch, like I mean, not pre-launch, pre-sale, um, to your list in December, you know, right after that Black Friday promotional push to invite them into your offer early.
00:21:10.960 --> 00:21:15.519
If you're gonna be opening doors in January, why not give them some type of incentive?
00:21:15.680 --> 00:21:18.880
It might be, you know, early access at, you know, no extra cost.
00:21:19.039 --> 00:21:20.480
They get extra time in the program.
00:21:20.559 --> 00:21:24.319
They can use the holidays for downtime if they want to get a head start on anything.
00:21:24.559 --> 00:21:33.359
Any type of incentive like that, again, is your chance to leverage the momentum you've been building, sell to those really warm leads.
00:21:33.519 --> 00:21:42.640
And then that also gives you a jump start on quarter one when you've already sold three, four, five spots in your group offer before you even open the doors in the new year.
00:21:42.880 --> 00:21:59.759
So again, it's not about going hard out the gate on the front end all of the time, but thinking really strategically about what am I doing on the front end, but what am I also doing on the back end to be keeping my audience engaged and interested and nurtured and also making sales.
00:22:00.079 --> 00:22:08.240
So I'm not just relying on when I'm doing a full body, full-body energy launch to be getting people inside my program.
00:22:08.799 --> 00:22:31.359
So don't think that just because it's November, it's the holidays, that people aren't online, that people aren't still working on their business, that they aren't thinking ahead, this is your time to leverage a season in which a lot of other online coaches and course creators are clocking off too soon and they are backing away because they think that this isn't the right time to be doing so.
00:22:31.599 --> 00:22:49.759
I would love to know if any of that resonates with you and you're like, yes, I am someone that totally hides away at the end of the year, or yes, I completely struggle to get back into the groove of things with my content, with my audience in the new year because I just completely dropped the ball and kind of put my head in the sand.
00:22:50.000 --> 00:22:54.880
And that's why I am running this particular workshop in just a few days' time.
00:22:54.960 --> 00:23:02.960
It's called Make More in Q4, and it's for the business owners that really want to not lose steam at the end of the year.
00:23:03.119 --> 00:23:05.119
I'm sure that you have been consistent.
00:23:05.279 --> 00:23:08.319
I'm sure that you probably do have momentum behind you.
00:23:08.559 --> 00:23:12.559
And now is the time to not just let that hit a wall and stop.
00:23:12.720 --> 00:23:19.119
It's actually the time to take advantage of it because as I've said, it is the biggest buying season of the year.
00:23:19.279 --> 00:23:32.720
And with the right systems in place, with the right strategy when it comes to content, with the right sales craft and sales systems on the front end and yes, in the back end of your business, you can actually have your best quarter of the year.
00:23:32.799 --> 00:23:34.079
And it's not about doing more.
00:23:34.160 --> 00:23:35.680
It's not about hustling harder.
00:23:35.839 --> 00:24:02.000
It's not about having to do crazy over-the-top things to get attention, but it's actually just making sure that you've put the plans in place to not let that momentum falter so that you can have a pipeline that is full with leads, so that you can fill that group offer, not just during your launches, but actually in between the launches as well, and that you can actually set yourself up for a really strong start in the new year.
00:24:02.240 --> 00:24:04.880
So that is what my workshop is all about.
00:24:05.039 --> 00:24:14.880
If you recognized any of those missteps in your own business practice over the past few years, that's exactly what my Make More and Q4 workshop is all about.
00:24:15.359 --> 00:24:16.720
It is completely free.
00:24:16.880 --> 00:24:18.799
It will be live 12th of August.
00:24:18.880 --> 00:24:22.559
And if you can't make it live, I do have a 72-hour replay.
00:24:22.720 --> 00:24:25.519
So maybe you're listening to this on the day it's already happened.
00:24:25.680 --> 00:24:26.319
Reach out to me.
00:24:26.400 --> 00:24:29.680
I'd be more than happy to send through the replay to you.
00:24:29.920 --> 00:24:36.559
I will be walking you through what a stacked and layered sales quarter can look like.
00:24:36.799 --> 00:24:54.319
One that again fills up your pipeline, fills your group offer, and also gives you the momentum you need to sail and soar into the new year with confidence and again, a really engaged and nurtured audience for your first launch of 2027.
00:24:54.480 --> 00:25:00.960
So if you want the details and you want to register to save your spot, please check the show notes, head over to my Instagram as well.
00:25:01.119 --> 00:25:02.240
Let me know you're coming.
00:25:02.400 --> 00:25:16.079
This is a brand new workshop, and I'm really, really excited about it because honestly, like planning when it comes to like the year is something I have absolutely like been obsessed with in my own business, but also for my clients.
00:25:16.240 --> 00:25:22.880
Those front end and back-end sales systems, truly, it's where business starts to become really, really fun.
00:25:22.960 --> 00:25:34.799
Uh, because again, you've got the fun stuff happening on the front end, but you've also got really smart systems to help you scale and sell, you know, without launching, without pushing every day, without showing up every day.
00:25:35.039 --> 00:25:41.839
So if you want to find out more about what that looks like, please register for my free workshop, Make More in Q4.
00:25:42.160 --> 00:25:43.599
I can't wait to see you there.
00:25:43.839 --> 00:25:48.880
And if I can't see you there on the live Zoom, make sure you reach out for the replay details.
00:25:48.960 --> 00:25:52.640
That will be a limited time replay just for those who are registered.
00:25:52.799 --> 00:25:58.640
So make sure you've got your name and email on the sign up page, and I'll send you the details to join.
00:25:58.799 --> 00:25:59.920
Talk soon.
